Star Wars and the Art of Business - Lessons from The Force Awakens

Star Wars and the Art of Life; Lessons from The Force Awakens. Devise good strategies. Measure. Improve and repeat what works.  

I went to see Star Wars 7 last week. Afterwards, I had the same “Yeah, that was a pretty good movie,” reaction as I had read on the front page of the

In my post-game analysis, I realised the what, why, & how J.J. Abrams accomplished this. 

In one sentence; they did this by drawing on successful elements of the original films, which they improved and repeated, while throwing out the rest.  In the same way, all of us who work on the internet can draw on basic knowledge and things-that-work from previous success. Identify a winning formula, refine on its success, discard strategies that don’t work. Repeat.

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Company Identification - Dramatic Improvement - 44%

We are EXTREMELY pleased to announce a Forty-Four 44% percent improvement in our company identification capability.

Last week, we were able to identify just over 900 companies visiting This week, we were able to identify over 1300 companies, over the same period of time.

For years, we've been working to develop and improve our report Location >> Company which shows you which companies are visiting your website. This is an incredibly valuable tool, in terms of lead generation. This report allows you to turn anonymous visitors into potential clients.






Track user logins

Do your customers login to your website?

Did you know that you can send us a signal whenever a person logs in to your website; their email address, user name, account details, loginID, etc? 

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Startup Accelerator Diary #1

The Rockstart Accelerator

In Amsterdam is one of several world-class technology accelerators in The Netherlands. We entered ourselves into the competition earlier a few months ago, and came in the top percentile out of more than 500 companies, securing a place in the 100-day program.

LeadBoxer is the product that we are developing within the Rockstart program, which utilises the Lean framework methodology. is a new product, utilizing big data technology in order to make anonymous website traffic less anonymous, and function as an essential pre-sales tool. Currently being designed, tested & validated for the B2B market, the product works... Read full blog post

Complexity and Real-time search

There is complexity everywhere.

Crossing the street in the city is an example of complexity.

In the case of Opentracker we are specialised in reducing complexity into useful information.

What have we learned about Big Data? We've learned that the point is not the amount of data, but the way in which you ask the data questions.

In the case of traffic measurement and visitor engagement - there are a few essential pieces of information. The rest is noise if you are trying to answer a specific question about your engagement.

The trick is to eliminate all but the most essential one or two questions. Determine the single most valuable piece of information and enrich it.

That's why we are experts in real-time search.

For example, show me all people on my website who are interested in "complexity". If you'd written an article on "... Read full blog post

Use Case - using OT to understand your clients

Case Study for Opentracker Custom Reporting
Using the Opentracker Big Data service to get a better understanding of your clients.

A special thank you to Patrick Crowley, Digital Content Marketing Manager for ePubDirect, for talking with us.

Executive summary: a use case in which a business uses Opentracker to get a better understanding of their clients.


  • The bottom line: OT gives more insight (as compared with google analytics) because of the provided ability to see individual user records.
  • Added value: in this example, ePubDirect has created custom fields for their clients. In other... Read full blog post

Postal code reporting improved

We've upgraded postal code databases for several EU countries and added Canada.

The list of fully implemented postal code data now includes the following countries:

  • US
  • Canada
  • Germany
  • France
  • Sweden
  • Switzerland
  • Finland
  • The Netherlands
  • UK

In this example, you can see data from USA, UK, Canada, France, Netherlands, and Germany, specifically visitors from these cities; Seattle, London, Toronto, Amsterdam, Paris, Montreal, Munich, and Berlin.

Other databases can be engineered and implemented upon request.

Visitor profiles enhanced with LinkedIn company info


When information is detected, we are able to enhance visitor profiles in order to bring you a more complete picture of who is visiting your website.Specifically, we are able to provide key details about the companies from which you are receiving traffic.

Some interesting metrics that we can provide include:

  1. website url
  2. number of employees
  3. industry category of the company

In this example you can see that we are presenting information about a visitor from UPS - United Parcel Service.

You can access this information and have it enrich your visitor profile data by enabling the LinkedIn option in your account when you are logged in.

New Report added - Custom events

Custom events are events that you can add
to the Opentracker reporting interface.

You can write information to your database in Opentracker, by sending us any event you want to report on.

Once you have gotten things set up so that you can write custom events to your data, you can generate a report which displays those custom events.


Here is  screenshot of a report we generated using data from

Note: in our example we have added three Properties (custom events) which we named:

  • Web product view
  • Web trial signup
  • Lead Capture product view

These are goals (products and visitors clicking on these products) which are interesting for us as a company. This information helps us... Read full blog post

Trendspotting 2014

How will your business respond
to the increase in available digital data?

With increasing data available, the winners will be those who understand the possibilities. Businesses are seeing that, increasingly, there is revenue to be earned through the intelligent use of data.

Trendwatching. We live in a time of great technical change. Big things are happening, things which can have enormous impact on products, development, and revenue models.

The question to ask is: what are important trends in business sectors that will drastically, disruptively, affect bottom lines?

Trends are important, as are people who have the ability to observe and understand trends. What trends will affect your business or... Read full blog post


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